"The reality formats are the easiest to copy"

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Sameer Nair, CEO of NDTV Imagine, a subsidiary of NDTV Networks Plc, needs no introduction. He is regarded as the most influential person in popular television entertainment circuit. With a clever programming and scheduling strategy, he changed the fortune of STAR TV, then a fledgling channel, which is yet to be dislodged from its numero uno position in the general entertainment space. In this interview to Soma Das of FE, Nair shares his gameplan for NDTV Imagine. Excerpts:

NDTV Imagine has had a successful debut, giving Sony and INX a tough fight for the No 3 slot among general entertainment channels. STAR and ZEE are still at No 1 and No 2 positions with over 50% share in viewership...

NDTV Imagine has done well for itself. Our focus has been on original content and we haven’t taken aid of steroids like events and movies, which ensures a high viewership for a specific occasion. As a premeditated intent, our strategy has paid off and we have emerged as the undisputed No 3 after STAR and ZEE in the week-day, prime-time band. But TVR (television rating), at the end of the day, is a seesaw game. We didn’t count MAX under GEC (general entertainment channel) category.

If we did, the channel was a clear No 1 during the IPL matches. Anyway, June onwards, we start launching weekend programmes, followed by afternoon slots. We plan to add one programme a fortnight, as it is difficult to promote all of them simultaneously.

Isn’t the GEC space getting cluttered? How many channels will survive?

I hope all survive. Currently, there are three major ones and they have their offshoot channels. The addition of three to four more—say Imagine, 9X, Viacom 18’s channel and subsequently Miditech’s proposed venture—might create some turmoil. As new players, we will challenge the status quo, do things differently. Others should and will also do that. That should set the sparks flying.

How will you differentiate yourself?

By focusing on fiction. Fiction programming will remain the mainstay of the channel with original content. Typically the reality formats are easiest to copy; but then all channels are doing that and looking the same.

You have launched a new genre of classroom format programme with Saroj Khan’s dance show and a spoken English show. Do they work?